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New Zealand's agricultural innovation is helping businesses in the meat industry flourish in Asia's diverse market. Greenlea's managing director Tony Egan said halal meat exports to Asia's large muslim populations has been made possible by electrical stunning of animals before slaughter. Electrical stunning was pioneered in New Zealand. Greenlea has had a presence in Asia since , but the region became a major focus only recently, exporting high quality cuts of beef and offal products to Taiwan, Malaysia, Indonesia, China and Korea. Egan said focusing on Asia has enabled the Waikato-based company to export a wider range of cow and bull cuts that are not routinely eaten in New Zealand and are more suitable for Asian cuisines.